What’s the Tagline?

What’s the most memorable advertising tagline? Is it Wendy’s “Where’s the beef?” McDonald’s “You deserve a break today,” or Coca-Cola’s “The Real Thing”?

According to a recent study from Northwestern University’s Medill Graduate Department of Integrated Marketing Communications, the answer is none of the above.

According to department chairman Clark Caywood, the most memorable contemporary advertising slogan is, “You’re in good hands” for Allstate (which was developed in-house in 1954). The two-part study identified and ranked the top 30 ad slogans and then measured if people could correctly identify the brand, product and company behind each slogan.

“What stands out for consumers is simplicity, creativity and longevity,” Caywood said. “The more targeted the words and message and the longer running slogan, the higher it ranked.”

Others in the top ten were: “Please don’t squeeze the Charmin,” (Charmin) “Snap, Crackle, Pop” (Rice Krispies), and “The other white meat” (pork).